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Visit the originals

Visit the Originals - Hero
IKEA products have claimed the names of many Swedish locations. Test your Swedish pronunciation skills for a chance to win a trip to the country of the originals.
Photo: Visit Sweden

And the winners are...

We are pleased to announce the winners of the "Visit the country of the originals" contest.
The winners have been contacted by us at Visit Sweden. We wish you all fantastic experiences in Sweden!

Daniel C (Lofsdalen)
Megan J (Västmanland)
Byron M (West Sweden)
Maria S (Småland)

About the trips you can win

A man is relaxing in a meadow during the summer.
Relaxing in Lofsdalen
Enjoy the summer in Lofsdalen.
Photo: Anton Karlsson/Destination Lofsdalen

The action-filled Jämtland Härjedalen

Spend unforgettable days in the spectacular mountain landscape of Lofsdalen valley. Enjoy the wild with downhill biking, hiking, trout fishing, lake paddling and swimming. Or why not the taste of classic cloudberry jam and other local specialities– with the great outdoors just outside the window?

Discover Lofsdalen (external link).

Visit our Jämtland Härjedalen destination page.

The building of Färna manor surrounded by greenery during a summer day.
Färna manor, Västmanland
Enjoy the spa, restaurant and a good night sleep at Färna manor. The manor is part of an old ironworks from the 17th century and is beautifully located close to the nature.
Photo: Anette Andersson/Region Västmanland

The diverse Västmanland

Experience unique days The Västmanland Way. Historical buildings, modern luxury, deep forests and glittering waves await you just an hour trip from Stockholm. Paddle around magical lake islands, walk fairy-like forests, taste locally produced food and revel in lovable hospitality with spectacular surroundings.

Discover Västmanland (external link).

Visit our Västmanland destination page.

Three people sitting on the edge of a jetty enjoying the sun. Two bikes are placed in the background.
Ätradalsleden, Ulricehamn, West Sweden
Experience the varied nature in Ulricehamn.
Photo: Jonas Ingman/

The picturesque West Sweden

Welcome to fall in love with the magic of West Sweden. Go on a bike tour and get bedazzled Go on a bike tour and get bedazzled by the view of lake Åsunden. Stroll in the sea breeze, amongst boats, smooth rocks and watercolour art in maritime Skärhamn. Then move on to paddle glittering lakes and feel the history at Läckö Castle and gardens.

Discover West Sweden (external link).

Visit our West Sweden destination page.

A person is kayaking on a calm lake during the summer.
Lake Bolmen, Småland
Genieße Kajakfahren auf dem See Bolmen in Småland.
Photo: Alexander Hall/Destination Småland

The mythical Småland

Discover the home of iconic Sweden imagery. Travel to the home of the classic Astrid Lindgren tales and explore the serene lake Bolmen, enjoy the 19th century Toftaholm Mansion and marvel upon the glassworks tradition of Kosta. Need a break? Dine over a campfire in the wilderness – and taste world gourmet class local food.

Discover Småland (external link).

Visit our Småland destination page.

Join the competition in four easy steps:

1. Start your webcam, your mobile camera or ask a friend to record you.

2. Play the video above. Follow the instructions on when to speak.

3. Record yourself as you pronounce the Swedish words, by reading the text in the video.

4. Happy with your video? Click the button below to submit your entry. Add a few words on what makes Sweden an irresistible destination to you.

Competition details

The Competition is open to residents of the UK aged 18 or over. You enter our Competition by providing an “Entry” via the web form. By participating in the Competition, you accept our Terms and Conditions and these Competition Details. The Competition is open for Entries between August 22nd and September 30th 2022.

To enter the Competition:

Start your webcam, your mobile camera or ask a friend to record you.

Play the video with instructions on when to speak.

Record yourself as you pronounce the Swedish places, by reading the texts that appear in the video.

Happy with your video? Upload it in the digital form. And write a motivation about why Sweden is an irresistible destination to you.

We will select four (4) Winners in your country. Each Winner is selected by our jury, which is composed by representatives from Visit Sweden and from our partners. The members of the jury are:

▪ Nils Persson from Visit Sweden

▪ Cathrine Rydsröm from Småland (Sweden)

▪ Ann-Charlotte Carlsson from Västsverige (Sweden)

▪ Åsa Stanaway from Västmanland (Sweden)

▪ Lotta Anestedt from Lofsdalen (Sweden)

▪ Christer Fogelmarck from Parks & Resorts (Sweden)

The jury selects winning Entries based on our specific selection criteria which are:

▪ the best pronunciation of the Swedish text that appears in the video, and

▪ the best written motivation for why Sweden is an irresistible destination to the participant.

The Winners will be contacted by Visit Sweden and details about the Winner will be published on end of November 2022.

The Winners will each receive a Prize with an estimated value of up to SEK 70 000. The Prize consists of a travel to Sweden, including transportation, activities, food, and accommodation for two (2) persons. The exact location, itinerary and timing of each Prize will be decided at a later stage and may be changed due to availability of accommodation and activities. Locations will vary depending upon the time of year the Prize is taken, during spring (Småland, Västmanland, West Sweden), summer (Lofsdalen) and autumn (West Sweden) 2023 and will be booked by Visit Sweden and their partners together with the winners.

We look forward to seeing your Entry!